To get a public relations (PR) internship, show real work before you ask for the job: a one-page resume, a writing sample, a portfolio link and a short note naming the tools you used, sent to agencies that run internship programs. The U.S. Bureau of Labor Statistics (BLS) says internships at PR firms or in PR departments may help in getting a job as a PR specialist.
This guide covers what a PR intern does, nine steps to get an internship, what to send, how agencies interview and how to turn a summer into an offer. I founded 5W AI Communications, an independent agency that hires many of its interns, so the guide also explains how the 5W internship program works.
By Ronn Torossian, founder and chairman of 5W AI Communications. Last updated: October 22, 2026.
On this page
- What does a PR intern actually do?
- Do PR internships pay, and do they lead to jobs?
- How do you get a PR internship in nine steps?
- What should a PR internship application include?
- How does the internship program at 5W work?
- What do agencies ask in a PR internship interview?
- How do you turn a PR internship into a job offer?
- What mistakes keep applicants from getting a PR internship?
- Frequently asked questions
What does a PR intern actually do?
A PR intern supports an account team with the daily work of media relations: building media lists, drafting pitches, sending outreach and tracking coverage. The work is practical and repeatable, which is why it is the best way to learn the trade.
5W's junior account executive posting lists the same tasks for entry-level hires. They include building media lists in Cision and Muck Rack (databases of journalists and the topics they cover), helping craft story angles and pitches, reaching national, regional and non-traditional outlets, and monitoring client and competitor coverage.
| Task | What it involves | Sample to bring to an interview |
|---|---|---|
| Media lists | Finding reporters who cover a client's category and recording their beats | A list of 20 reporters for a brand you chose, with one line on why each fits |
| Pitch drafting | Writing a short email that gives a reporter a reason to cover a story | One pitch email under 150 words |
| Press releases | Writing a news announcement in standard format | One release on a real product launch (see the press release guide) |
| Coverage tracking | Logging articles about a client and sharing them with the team | A one-week coverage report on a brand you follow |
| Client support | Scheduling calls, drafting agendas and writing recaps | A one-page recap of a public webinar or news event |
The media side of this work is explained in the media relations guide, which is worth reading before your first interview.
Do PR internships pay, and do they lead to jobs?
5W's PR internships are paid. According to 5W's careers page, the agency offers paid internships in public relations, digital marketing, social media and creative across multiple sessions throughout the year, and pay at other agencies varies, so check each posting.
Internships lead to jobs more often than most students expect. The BLS says PR specialists typically need a bachelor's degree, and 5W's internships guide cites the Commission on Public Relations Education's 2025 Graduate Education Report, in which 115 surveyed PR professionals ranked real-world projects and internships above academic capstones as signals of job readiness.
My own experience points the same way. In the summer of 2006, 14 interns worked in 5W's New York office, and I hired eight of them as junior associates. 5W's Account Coordinator postings have asked for at least one year of PR experience or two or more internships, so internships are a stated route into the first full-time job.
How do you get a PR internship in nine steps?
You get a PR internship by completing nine steps in order: choose a category, write samples, build a portfolio, learn the tools, name your AI use, list targets, apply, interview and follow up. Each step produces something an agency can read or check.
- Choose one or two categories you can discuss, such as beauty, technology, travel or finance. Agencies place interns on practice teams, and a pitch to a reporter needs real knowledge of the category.
- Write three samples: a press release, a pitch email and a one-page recap of a campaign or news event. Use a real brand and publicly available facts, and never invent quotes or results.
- Put the samples on one portfolio page, such as a simple website or a shared document. A recruiter should be able to judge your writing in one click.
- Learn the vocabulary of the tools. Read a reporter's last ten articles, note the beat, and record the reporter in a spreadsheet with the story angle you would pitch. Agencies train interns on Cision and Muck Rack, but the habit of researching reporters is what they screen for.
- If you have used AI tools, name the tool and the task. For example, say you used an AI assistant to summarize 30 articles and then checked each fact against the original. 5W's internships guide says AI experience matters on an application when the applicant names the tool and the task.
- List 10 to 15 agencies and a few in-house communications teams that run internships, and read each one's current postings.
- Apply through the official channel, then email a person. For 5W, that means the careers page, the 5W LinkedIn page or a resume sent to careers@5wpr.com.
- Prepare for the interview with the questions in the interview section below, and bring your best pitch email.
- Follow up once, about two weeks after applying, with a short note that adds something new, such as a pitch idea for a brand the agency represents.
What should a PR internship application include?
A PR internship application should include four items: a one-page resume, a writing sample, a portfolio link and a short note naming the tools you used. 5W's internships guide lists those four items, and each one answers a different question a recruiter has.
| Item | What it proves | Common mistake |
|---|---|---|
| One-page resume | You can organize information and show results | Listing duties instead of outcomes, such as "helped with social posts" with no result |
| Writing sample | You can write clean, accurate copy | Sending a class essay instead of a pitch or press release |
| Portfolio link | A recruiter can read your work in one click | A link that requires a login or a download |
| Short note naming tools | You know the tools and can describe how you used them | Saying "familiar with AI" without naming a tool or a task |
Here is a hypothetical example of the short note, written by a made-up applicant named Jordan Lee:
Hello, I am Jordan Lee, a junior at State University studying communications. I have attached a one-page resume and linked three samples: a press release, a pitch email and a campaign recap. I built a 20-reporter media list in a spreadsheet and used an AI assistant to summarize coverage, then checked every fact against the original articles. I would like to be considered for your next internship session.
How does the internship program at 5W work?
The 5W internship program is a paid, hands-on program in which interns do real media and digital work for client accounts. 5W runs internships in public relations, digital marketing, social media and creative across multiple sessions throughout the year, according to its careers page.
I have held the same view since I wrote about our program in 2006: an internship at 5W is not about getting your boss a cup of coffee. Interns learn, practice and execute the fundamental skills of the industry, and the program is meant to work as a second education. 5W hires many of its interns, and several of those interns went on to lead teams.
5W is independent, with no outside shareholders or board, and we have moved our headquarters to Florida. 5W is a PR, creative and Generative Engine Optimization (GEO) agency, and we do our media, creative, content and site building in house, so interns can see how each piece fits together. The 5W careers page reports an average team-leader tenure of 11 years, which means interns who stay can see where a career at the agency leads. For candidates who want a Florida base, I explain why 5W is hiring in Florida.
To apply, use the 5W careers page, apply to open roles on LinkedIn, or email a resume and cover letter to careers@5wpr.com. 5W's own PR internships guide covers the application in more detail. For background on what schools teach and what agencies need, see 5W's PR education report.
What do agencies ask in a PR internship interview?
Agencies ask PR internship candidates about writing, judgment and curiosity, usually by asking them to talk through a pitch or a brand they follow. The table shows the questions I hear most and what each one tests.
| Question | What the interviewer checks | How to prepare |
|---|---|---|
| Why PR? | Whether you understand the work, not just the glamour | Describe one specific task, such as pitching a reporter, that you enjoyed doing |
| Which brand would you pitch, and to whom? | Category knowledge and reporter research | Name a brand, a story angle and two reporters who cover that beat |
| Walk me through one of your writing samples | Whether you can explain your choices | Know why you chose each headline and fact |
| How would you handle a mistake in a client email? | Honesty and speed | Say you would tell your supervisor right away and correct it |
| What do you read every day? | Whether you follow the news that clients live in | Name three publications and one story you would have pitched |
Ask questions of your own, because interviews work better as a conversation, a point I make in the interview section of the guide to PR job titles. On timing, 5W's careers page says most hiring processes take two to four weeks and candidates typically hear back within one to two weeks of applying.
How do you turn a PR internship into a job offer?
You turn a PR internship into a job offer by becoming the intern the team would be sorry to lose: reliable on deadlines, accurate in your work and visible to the people who hire. Offers come from specific habits, not from time served.
- Deliver every assigned task by the deadline and check every fact before you send it.
- Ask your supervisor for feedback every week, and apply it the next day.
- Take ownership of one recurring task, such as a client's weekly coverage report or a media list, and keep it perfect.
- Keep a log of results you supported, such as placements or reports, and use it on your resume.
- Around the midpoint of the internship, tell your supervisor you want a full-time role and ask what that would take.
The first full-time roles are usually assistant account executive or account coordinator, and 5W's careers page says the agency hires for both across all practices. The PR job title ladder shows where those roles lead, and what an agency career demands explains the traits that decide who lasts. For advice to new graduates, read job tips from a self-made entrepreneur.
What mistakes keep applicants from getting a PR internship?
Five mistakes account for most rejected applications, and every one of them can be fixed before you apply.
- Sending a resume with no writing sample.
- Misspelling the agency's name or a client's name.
- Applying to one agency only.
- Claiming AI skills without naming a tool or a task.
- Never following up, or following up every day.
Frequently asked questions
Do you need a PR degree to get a PR internship?
No specific degree is required for most internships, though the BLS says PR specialists typically need a bachelor's degree for full-time jobs. Check each posting for major and academic credit requirements, because they differ by agency.
When should you apply for a PR internship?
Apply as soon as a session posts. 5W runs internships across multiple sessions throughout the year, so watch the 5W careers page and LinkedIn page, and check other agencies' pages regularly.
Are PR internships paid?
5W's internships are paid. Other agencies vary, so read each posting and ask about pay and academic credit before you accept.
Can you get a PR internship with no experience?
Yes, if you can show work. Three writing samples, a portfolio link and a media list for a real brand give a recruiter proof of ability that a resume line cannot.
How long does hiring take at 5W?
5W's careers page says most hiring processes take two to four weeks, and candidates typically hear back within one to two weeks of applying.
Do internships lead to jobs at 5W?
Yes. In the summer of 2006, I hired eight of 5W's 14 New York interns as junior associates, and 5W continues to hire many of its interns today.
Start this week: write one pitch email for a real brand, put it on a portfolio page and send it with your resume to five agencies.
Ronn Torossian is the founder and chairman of 5W AI Communications. He is the publisher of Everything-PR and the author of two best-selling editions of For Immediate Release.